MIRACLE-GRO
PLANT PEACE ︎ PLANT PEACE ︎ PLANT PEACE ︎ PLANT PEACE ︎ PLANT PEACE ︎ PLANT PEACE ︎
copywriter: miriam rood
It’s another gray day in concrete paradise. Block after block. Brick after brick.
Plexiglass & plaster sprout from the pavement and shoot toward the sky,
multiplying wildly in every direction.
In this world, chaos is currency.
However, at Miracle-Gro, it is our mission to plant peace.
Why? It’s in the name. At Miracle-Gro, we understand the miracle of growth.
The experience of making a hole, planting a seed, tending to it, and
then seeing it grow into something beautiful that didn’t exist before.
Green is the new gray in concrete paradise.
It’s another gray day in concrete paradise. Block after block. Brick after brick.
Plexiglass & plaster sprout from the pavement and shoot toward the sky,
multiplying wildly in every direction.
In this world, chaos is currency.
However, at Miracle-Gro, it is our mission to plant peace.
Why? It’s in the name. At Miracle-Gro, we understand the miracle of growth.
The experience of making a hole, planting a seed, tending to it, and
then seeing it grow into something beautiful that didn’t exist before.
Green is the new gray in concrete paradise.
01
OOH ads that emphasize the positivity of green utlizing new brand elements.
02
Interactive wildposters that offer free seed packets to plant with Miracle-Gro products.03
Multi-sensory billboards featuring live moss installations will be placed in urban environments that are devoid of thriving green life.
04
Miracle-Gro will spearhead a new initiative that tackles the issue of redlining in cities, or the practice of denying or limiting financial services to specific neighborhoods, generally because its residents are people of color or lower-class.It is Miracle-Gro’s mission to plant over 3,000 trees in Chicago neighborhoods affected by redlining, as well as provide seminars on gardening, composting, and houseplant care for its residents. The initiative will be led by Miracle-Gro’s newly created taskforce: The Coalition for Plant Peace.
